ANALISIS PENGARUH KUALITAS LAYANAN DAN PEMANFAATAN TEKNOLOGI TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN GOJEK DAN GRAB DALAM PERSPEKTIF EKONOMI ISLAM

Abstract

The rapid development of digital-based transportation services has significantly transformed consumer behavior and business competition in Indonesia. Gojek and Grab, as leading online transportation platforms, rely heavily on service quality and technology utilization to maintain customer satisfaction and loyalty. This study aims to analyze the influence of service quality and technology utilization on customer satisfaction and customer loyalty of Gojek and Grab users, viewed from the perspective of Islamic economics. Service quality is measured through dimensions such as reliability, responsiveness, assurance, empathy, and tangibles, while technology utilization is reflected in ease of use, accessibility, system reliability, and efficiency of digital applications. This research employs a quantitative approach with a survey method. Data were collected through structured questionnaires distributed to active users of Gojek and Grab services. The collected data were analyzed using statistical techniques, including validity and reliability tests, classical assumption tests, and multiple regression analysis. The results indicate that service quality and technology utilization have a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction plays a crucial role as an intervening variable that strengthens customer loyalty toward Gojek and Grab services. From the perspective of Islamic economics, the findings are consistent with the principles of maqasid al-shariah, particularly the protection of wealth (hifz al-mal) and human dignity (hifz al-nafs), as well as values such as justice (‘adl), trustworthiness (amanah), and excellence in service (ihsan). High-quality services and responsible technology utilization reflect ethical business practices that prioritize mutual benefit between service providers and consumers. Therefore, enhancing service quality and optimizing technology in accordance with Islamic economic principles can sustainably increase customer satisfaction and loyalty in the digital transportation industry.This study contributes both theoretically and practically by integrating conventional marketing variables with Islamic economic values, offering insights for digital service providers to develop ethical, customer-oriented, and sustainable business strategies.